Ducati Power

In 1972, one of the sharpest headlines to promote bikes produced in Borgo Panigale was coined: “Potere Ducati” or “Ducati Power”

Ducati chose to use the masculine and feminine sign, at the center of which has the Ducati motto

The strong link to the "hippie" style of the time is evident

Ducati men’s logo. “Potere Ducati” was a promotional campaign proposed by the then Ducati CEO Fredmano Spairani, devised by the sport journalist Bruno De Prato

The women’s version for the Ducati advertising campaign. The slogan “Potere Ducati” (Ducati Power) was only used between 1972 and 1974.

Historical advertising

In the past few years, Ducati has been capable of generating excitement
through the representation of their products in magazines of this
sector.
Ducati People is the name of the advertising campaign that
Ducati has used since 1997 to promote their different models of
motorcycles and clothing through the faces of their employees, fans and
riders. But Ducati fans, the new generations in particular, don't know
what Ducati has overcome in the past, with remarkable success, when
confronting the age-old problem of how to market a product.

The
first case (1947) was with the Cucciolo, whose name was promoted through
the motto "It will take you everywhere". In the mid-fifties, the
victories of the Motogiro and the Milano-Taranto became the driving
force of Ducati's advertising. Often, the company's riders would
emphasize their brand by listing their victories in the various
competitions.

Because of the halt imposed by the general
management on the participation in races in the seventies, Ducati was
limited to marketing its bikes only through brochures.
In 1972, one
of the sharpest headlines to promote bikes produced in Borgo Panigale
was coined: "Potere Ducati" or "Ducati Power".

It is necessary to take a
step back to 1971, the year that Fredmano Spairani succeeded Giuseppe
Montano as the CEO of Ducati. Spairani was the first person to
understand that to relaunch Ducati, it was necessary to radically
revolutionize the product and images of the company and gain popularity
in the minds of the youth of the time. We can't forget that the invasion
of the maxi Japanese motorcycles had just started, and all of the
Italian constructors found it necessary to update their production to
face the competing Japanese. Spairani did the same and began by telling
Taglioni to do whatever he felt necessary to the

500 GP that
participated in the World Championship in the 550 class in 1971. The
bike was not lucky, but it provided the base to create, in the same
year, the 750 GT, the first high cc engine twin cylinder street bike
ever produced by Ducati.
From that motorcycle came the 750 Imola
Desmo, the bike that enabled Smart and Spaggiari to win the Imola 200
Miles on April 23rd, 1972. This success was enormous, and if it could be
compared, it would be like the first victory of Capirossi in Catalunya
in 2003.

This victory was so important that Fredmano Spairani ordered a
new bike to emphasize even more this significant success. This is how,
towards the end of 1972, the motto "Potere Ducati", that in some ways
revived the styles and incisiveness of some of the cultural movements
that came from the USA, originated.

Reviewing these images, the strong
link to the "hippie" style of the time is evident and, not randomly,
Ducati chose to use the masculine and feminine sign, at the

centre of
which has the Ducati motto to highlight the general aspect of "Ducati
style" without differentiating by age, race or gender.

The "art
director" of the time was a young journalist who, still working today,
remains linked to Ducati through a warm friendship: Bruno De Prato.

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